Background

During Indonesia's 2024 election season, Amar Bank creatively ambushed the political landscape with the #AmanDenganAmar campaign. Introducing "Bang Amar," a fictional candidate symbolizing financial security, the campaign cleverly disrupted election conversations to engage Millennials and Gen Z. The goal was to drive mobile app downloads and build loyalty through bold storytelling.

Challenge

Amar Bank needed to break through the media noise dominated by election coverage and capture the attention of a skeptical, digitally savvy audience focused on online security.

Creative Solution

Amar Bank rode the election wave with a disruptive approach:

• Bang Amar Character: A fictional candidate embodying financial security, "Bang Amar" was humorously positioned like a political figure, connecting with voters through relatable, tech-driven storytelling.

• Election-Themed Ambush: By creatively positioning the campaign as part of the election buzz, Amar Bank seized attention with witty, election-style ads and digital content that stood out in the cluttered media environment.

• Omnichannel Strategy: The campaign spread across viral videos, interactive ads, and social media platforms, ensuring a consistent, highly visible presence during election season.

• Influencer Collaboration: TikTok creators amplified the campaign, generating user-driven content and sparking widespread digital engagement.

• Social Activation: The hashtag #AmanDenganAmar spurred a surge in user-generated content, transforming the audience into campaign participants.

Impact

• 120% rise in digital conversations, placing Amar Bank at the center of the financial security narrative.

• 30% improvement in brand sentiment, with app ratings increasing from 4.2 to 4.7.

• 23% growth in app downloads, expanding the user base to 550,000.

• 60% increase in website traffic, driven by seamless digital engagement.

Amar Bank's #AmanDenganAmar campaign brilliantly leveraged the election season, creatively ambushing the political narrative to capture